Dataium Automotive Shopper Intensity Report - November 2012

The Dataium Automotive Shopper Intensity Index (ASI) is a leading indicator of Automotive Retail Sales.

Dataium historical tracking shows that Automotive Retail Sales closely mirror the fluctuations of the ASI. This index serves as anearly predictor of the next 30 – 45 days of automotive retail sales.

The report illustrates that the ASI index, a leading predictive indicator of automotive retail sales, reversedcourse in October, and reflecting seasonal trends, declined 5.78% from September.

Despite two major recalls within the past few months, shopping intensity around the Toyota brandremains at an all-time high, with the ASI ranking five Toyota models: the Camry, RAV4, Tacoma, Tundraand Prius in the top 10 for new vehicles. Moreover, the Toyota Camry gained a spot from last month torank highest in ASI of all new vehicles.

Similar to September, October introduced many newcomers to the top ten ASI ranking list, including threeluxury imports: Acura's MDX and RDX along with the BMW 328i.

Additionally, in October, the former topASI ranked auto for the past three months, the Chevrolet Silverado, experienced the largest declines inintensity of all new vehicles, and consequently, fell off the top ten list.

The Honda CRV, which has been consistently ranked in the top ten for new vehicles since July, movedup a spot in October, to rank fourth. Furthermore, despite the lack of manufacturer incentives, the CRV has consistently outperformed the compact SUV market since June.

Eric Brown, Dataium CEO stated, "Import brands continue to dominate consumer interest and show nosign of weakening. This is reflected in continued expansion of their US based production capacity andconsistent release of new models that are attracting new consumers in to the market."

ADM Professional Community Members can download the entire report, including charts and detail by make and model by "right-Clicking" on the following link and selecting "Save File As" or the equivalent: Dataium_Nov_2012_ASI_Report.pdf

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I think I have a good grasp on it now, Tarynne. Behavior, in this context, includes a combination of every activity a customer can make regarding a brand, make and dealership as a means of "showing interest". I simply wanted a better understanding of what the data provides when it comes to adjusting dealer strategy. (By the way, is there any way to take into consideration the sheer number of online entities and digital assets - or even dealership volume - one brand has over another?) Just wondering. Or I'll call Jason some time and get a more in-depth low down. Thanks.

Joe, "behavior" consists of hundreds of different consumer online activity such as visiting dealership or portals, conducting a search, visiting a vehicle details page, engaging in chat, getting trade-in information, watching a video, etc. If you like to learn more about contextual behavior analysis, feel free to send an email to info@dataium.com or visit our website dataium.com

Dataium’s ASI or automotive shopping intensity is more than just searches, vehicle views or lead submissions; it's a proprietary algorithm that utilizes the contextual behavior of shoppers on over 10,000 websites

Just for clarification, when you discuss "shopping intensity" for a brand, is this based on their searches and views of these vehicles on dealer/OEM sites or is this regarding the volume of leads submitted for the specific make/model?

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